In the world of advertising, the phrase “sex sells” has become a well-known mantra.
It suggests that provocative and sexually charged content can quickly capture attention, generate buzz and drive sales.
For a popular Harare fast-food outlet, this approach has been utilised for years through adverts with sexual undertones, often posted on social media platforms.
While these adverts may attract immediate attention and engagement, the long-term sustainability of such strategies is a matter of concern.
The brand may be reaping short-term benefits, but the risks and potential damage to reputation could have far-reaching consequences.
In today’s crowded social media landscape, standing out is a challenge for brands. To break through the noise, businesses often turn to provocative tactics to capture audience’s attention.
For the Harare outlet, sexualised content in advertisements serves as an effective attention-grabber.
When people see an advert that features sexual innuendo or imagery, they are more likely to stop scrolling, take notice and engage. This translates to higher visibility and more clicks, comments, shares and likes — key metrics that measure success on social media platforms. Nowadays users are flooded with content so using bold and controversial advertising helps the brand to stand out.
- Sustainability of sexualised advertising
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The brand’s social media pages are likely to be flooded with discussions and debates — whether positive or negative — which further amplifies the message.
The controversy created by such adverts can have a viral effect, expanding the brand’s reach far beyond its original audience. This, in turn, boosts brand visibility and awareness.
Sexualised content tends to resonate strongly with youths who are more likely to engage with edgy and playful content.
One hopes that this eatery is targeting this demographic, hoping to associate itself with a modern, carefree and rebellious image. These customers may view the use of sexual innuendos as a sign of the brand’s boldness and innovativeness, qualities that align with the youth’s desire for fun.
Moreover, for a brand that competes in a crowded fast-food market, being perceived as trendy and in touch with popular culture can help to build brand loyalty. Customers who find these adverts entertaining or humorous may become repeat customers, connecting the brand to a sense of youthfulness, fun and even social acceptance.
Another benefit is the potential for viral marketing. As controversial and eye-catching content spreads, it often ignites conversations on social media, leading to more organic reach.
People may share these adverts not only to express their opinions but also because they find them humorous, shocking or even outrageous. The viral nature of such campaigns can result in increased customer awareness and ultimately, higher sales.
The key to this success is that the advert generates buzz — whether positive or negative — and keeps the conversation going.
While the benefits of using sexualised content may be immediate, the long-term risks associated with such advertising are substantial.
One of the dangers of using sexualised adverts is the potential to alienate a broader customer base. While the adverts may attract the attention of younger, more liberal customers, they can easily turn off older or more conservative consumers. Zimbabwe is home to a diverse population, with deeply entrenched cultural and religious values. Some customers may find sexualised advertising offensive, distasteful or inappropriate, particularly if they feel it undermines societal norms or decency.
The brand risks creating a divide by offending those who are uncomfortable with sexually suggestive content. This could lead to loss of trust among certain segments of the population, particularly families, religious groups and the elderly who may have been loyal customers. If the brand is associated with “vulgarity” or disrespect, it may find itself unable to recover lost customers, as regaining trust is often more difficult than attracting new ones.
Moreso, such content can lead to significant reputational damage if the brand is not careful. Over time, customers may start to see the brand as disrespectful or exploitative, especially if the advertisements cross into objectification or perpetuate harmful stereotypes. This could lead to negative publicity, social media backlash or even protests, which may hurt the brand’s long-term viability.
Moreover, a brand that consistently relies on provocation to maintain attention may struggle with developing a clear, consistent identity. Consumers may become confused about the true values and ethos of the brand. Is the brand playful and fun? Is it edgy and rebellious? Or does it merely seek to shock to sell? Without a solid identity that resonates on a deeper level, the organisation risks becoming a passing trend rather than a trusted, long-term brand.
Sexualised advertising, if not handled thoughtfully, can perpetuate harmful stereotypes or contribute to the objectification of women. This is an ethical issue that businesses cannot ignore, especially in a society where gender equality and the portrayal of women in the media are hot-button topics.
The brand may find itself being criticised by stakeholders who may be concerned about the negative impact of such adverts on society. Ethical marketing practices should be a priority and brands must be mindful of how their content influences social norms and behaviour.
While sexualised advertising may achieve short-term gains, it may not be sustainable. Once the novelty wears off, the brand needs to find new ways to capture attention. The danger is that over-reliance on shock value can lead to diminishing returns. What was once edgy may eventually be perceived as tired or predictable, leading to loss of excitement and engagement.
Moreover, overuse of sexualised content could desensitise audience, making it difficult for the brand to stand out in the future. The key to sustained success in marketing is building a connection with the audience beyond shock tactics — creating value, trust and long-term relationships.
While the Harare eatery may experience immediate success from such advertisements, the long-term risks associated with these adverts cannot be ignored. Admittedly, although such adverts may increase visibility, engagement and short-term sales, they have the potential to alienate customers, damage the brand’s reputation and pose ethical challenges. The sustainability of such advertising strategies is questionable and the brand must carefully balance edgy content with responsible marketing practices.
Sex may sell in the short term, but for a brand to endure and thrive, it must go beyond provocative tactics and cultivate a more meaningful, authentic connection with audience. By focusing on long-term values like quality, customer care and ethical advertising, the brand can build a stronger, more loyal following that sustains its success for years to come.
Cliff Chiduku is the director of marketing, information and public relations at Manicaland State University of Applied Sciences in Mutare. He writes here in his personal capacity. He can be contacted on [email protected] or call/app +263775716517.
